Heineken USA - James Bond Spysight

Story

Heineken USA sought to leverage Heineken’s 15-year partnership with the iconic James Bond movie franchise and support the release of the latest film, Skyfall, through an on-premise promotion that drove consumer engagement and sales.

Heineken partnered with Havas Formula to execute the ‘Heineken James Bond Spysight’ program. Surrounding the release of Skyfall, Havas Formula was able to successfully garner consumer interest in the custom Spysight game app through competitions and giveaways.

Tactics

  • Create Heineken Spysight competitions via an online tool and encourage consumers to download the app and compete
  • Staff Heineken brand ambassadors to activate competitions at key accounts, facilitating the contests, awarding prizes and offering samples to those who engaged
  • Offer participants the chance to win a pair of Skyfall tickets or a shot at the grand prize, a legendary night with Bond girl, Bernice Marlohe
  • Utilize local and national leader boards to drive competitive and repeat play, in which top players received special Heineken deals
  • Support programming with a robust national digital mobile campaign that drove downloads of the Heineken Spysight App

Results

  • 1,174 events executed, resulting in over 73,000 consumers engaged and 43,000+ Heineken samples distributed
  • Participating accounts saw a 4-point (-2%) increase in volume impact versus a -6% loss in top bottle accounts over a three month period
  • 50,000+ sweepstakes entries
  • Spysight App saw nearly 15,000 iOs and Android downloads with 65,000 minutes played
  • 445,811,113 media impressions

Havas Street

New York
200 Hudson, 7th Floor
New York
NY
10013
212.219.0321
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.321.4042
Chicago
36 E. Grand Ave.
Chicago
IL
60611
312.640.6800

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